Robert Clark
Nov 18, 2016

The fast machine-learners in China

CHINA INNOVATION 2016: In the battle for the hearts and minds of Chinese consumers, big data and artificial intelligence are becoming tech-savvy marketers’ new weapons of choice.

Cookie data: Information about online consumer behaviour, ecommerce habits and preferences informed Oreo’s breakthrough campaign in China.

While AR and VR have grabbed the headlines, 2016 was a year where both agencies and brands in China harvested the power of data and marketing automation, opines Calvin Wong, director of research and analytics for Asia, at Golin.

Firms have been “combining traditional mobile data, public datasets and new data points from smart IoT devices to improve the targeting and resonance of their message”.

Big data and its corresponding analytics...

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